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From: Jared Hamilton
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Brian Pasch

Brian Pasch CEO

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

You Are The Only Person Seeing The Pink Shorts

By Brian Pasch pink-shorts-600.fw

Danny Sullivan addressed the 2013 DrivingSales Executive Summit today, and the crowd was glued to his insights into Google search and the latest digital strategies for car dealers.  There were many points that resonated with the audience, just check the Twitter feed for #DSES2013.  Of course, the Hummingbird update was discussed.

To download a copy of Danny's presentation, using this link: 

One point that I wanted to share with the DrivingSales community that could not attend was that there is no longer a standardized Google Search Engine Results Page (SERP). Every search that Google presents is customized based on relationships it establishes directly or indirectly about the consumer conducting the search.

This creates an interesting dilemna for SEO and Digital Marketing vendors, because what their dealer clients "see" locally can be very different from what the vendor sees from their corporate offices.  

Social Signals and Semantic Web

This observation is very important when you consider the factors that impact personalization and how much social media engagement will define future search Google results.  Dealers who have avoided investments in Google+, Facebook, Twitter, and customized website content need to wake up and smell the coffee.

The semantic web will require dealership websites to evolve, and dealers who educate themselves on this change will be first to market with better search results.  Websites must adapt to include machine-readable metadata about pages and how they are related to each other, enabling automated agents to access the Web more intelligently and perform tasks on behalf of users.

Change Is Constant

What is the takeway?  Google will adapt search results to meet the specific known and implied needs of the consumer.  Dealers who realize that Google is using social signals, Google+ Local, and other digital sources to serve up relevant content will diversify their marketing investments. 

If a Dealer Principal or General Manager is not personally using Facebook or Google+ that is their choice.  However, they cannot allow their personal choices to impact their marketing investments for the dealership.

Brian

Brian Pasch, CEO
PCG Consulting
732.672.2356
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Chris K Leslie
Very subtle. I like it. Bye Bye vendors.

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